We were tasked with creating an integrated campaign to launch Regal’s new Manuka range of smoked and fresh salmon products. We got Al Brown on board to promote this new range and we teamed him up with a cheeky, lovable New Zealand Fur Seal called Reg. They have fun talking up the superior taste, due to the salmon being raised in the pristine waters of the Marlborough Sounds, (the Merrior). We launched on television, digital, out of home and across multiple social channels as well as in-store POS.

Consumer demand was so strong that the product had to be rationed to retailers.